International Brown Hotels Group officially announce the opening of the Brown Brut Hotel, ending its soft launch running period.

Situated on the coastline, the Brown Brut hotel opened in 2022 right by the renewed promenade of Tel Aviv, steps from the picturesque Neve Tzedek neighborhood, Old Jaffa and the city center. With an exquisite chef’s restaurant, a designed business lounge with a panoramic view of the sea and old Jaffa, a conference and event hall, a huge sun terrace overlooking the sea, a children’s and youth club and 225 spacious rooms and suites, this hotel is suitable for travelers, businesspeople and families alike. Additionally, a large wellness complex with a spa and a gym overlooking the park will soon open to offer a complete ‘Brown Hotels’ touch.

The hotel’s design as well as its name – Brown Brut was inspired by Brutalism, a popular construction style in the 70’s. The building, originally called “Beit Gibor” is the northernmost of six buildings in the Textile House complex and rises to a height of 18 floors. One of its most prominent features is the painted precast concrete elements placed around the downward sloping windows, which were ecologically placed in a way to reduce penetration of direct sunlight into the office spaces which once occupied the building.

The rooms and public spaces, designed by the architect Rona Levin from the Levin-Packer Architects office, continue with the brutalist aesthetic with a monochromatic and modern color palette, natural wood walls for the bathrooms covered with graphite-colored terrazzo tiles and a grid motif which repeats in the cabinets and desks designed from blackened metal or utilizing partition nets. All of these give the rooms a modern and sophisticated look that corresponds with the views of the Mediterranean Sea which can be seen from every window.

In addition to the double rooms and family suites, the hotel’s business lounge which serves the hotel’s VIP customers, is decorated in a colorful retro-fifties design and is equipped with meeting rooms for 6-18 people and a conference and event hall. VIP Guests can also enjoy the beautiful spa and expansive sunbathing deck with hot tubs facing a breathtaking panoramic view of the blue sea and the coastline of Tel Aviv-Yafo.

In the space where the legendary “Herbert Samuel” restaurant was once located at the front of the hotel now operates “Kilometerage”, a restaurant by chef Idan (Pompi) Boushari, winner of the reality show “Israel’s Next Restaurant” on Reshet 13 Network. The trendy restaurant serves a menu inspired by the building’s location between the Carmel Market and the Mediterranean sea, accompanied by a cocktail bar and Israeli wines, and in the mornings it serves the hotel guests, who can enjoy a rich and generous breakfast (dairy/fish. Not Kosher) buffet style and mouthwatering pastries from the hot taboon oven.

The group continues to expand and establish new hotels throughout the Mediterranean region. In addition to the two resorts that have recently launched in Eilat – the Brown Eilat Boutique Hotel and the Brown Lighthouse Eilat, a third, Brown Red Sea, will be opening in April, where extensive renovation works and a modern desert-inspired redesign are currently being completed.

Additionally, three new hotels will open in Tel Aviv this year: The first,  a 144-room hotel in the Workers Council building on Brenner Street designed by Arch. Dana Oberzon; the second, a luxurious and elegant 54-room boutique hotel designed by Ruby Israeli on Montefiore Street; and the third, an 80-room hotel on Gruzenberg Street, an additional and spectacular wing to the iconic first group hotel – Brown TLV on Kalisher Street.

In addition, Brown Hotels is deepening its ties to the Greek market, adding to the 11 existing hotels and resorts active in the capital Athens, along the coastline and on the islands of Evia, Corfu and Crete, another 9 properties, which will open by the end of 2023.

The group also marks another new and intriguing destination for Israelis – the port city of Rijeka, the third largest city in Croatia, where the group has recently completed the purchase of seven properties – six hotels and a campsite. These are in addition to the Brown Beach House Croatia resort which has been operating successfully in the coastal town of Trogir since 2016.

Leon Avigad, founder and co-owner of the Brown Hotels Group: “We are proud of the dedicated team of Brown Hotels in Israel and Europe, operating in 5 countries and dozens of sites, promoting the training of the service teams and preparing the hotels in detail for the upcoming tourist season. The Brown Hotels Collection will end the year 2023 with 54 hotels, of which 27 are in Israel, 20 in Greece and Cyprus and 7 in Croatia, and a total of about 4,000 rooms. By the end of 2025, the company is expected to have grown to a total of 74 hotels, including about 8,000 rooms. Our teams will continue to implement our strong experiential hospitality, alongside our signature style, and all aspects which make a Brown Hotel unique within the soon-to-launch hotels.”